This research investigates the effectiveness of social media marketing campaigns on Facebook and TikTok ads for Z Twin Auto Performance Sdn. Bhd., a small and medium enterprise (SME) facing challenges in sustaining market share and driving sales growth. Through mixed-methods research, including semi-structured interviews and data analysis, the study evaluates the impact of digital marketing strategies on brand visibility and audience engagement. Multiple linear regression analysis is employed to assess the relationships between campaign metrics and engagement outcomes. The findings reveal significant increases in profile views and page visits following the intervention, indicating successful brand visibility enhancement. Strong correlations between impressions, clicks, and engagement metrics on TikTok ads highlight the platform's effectiveness in driving interaction. Meanwhile, Facebook ads demonstrate weaker correlations but still contribute to audience engagement. The study underscores the importance of leveraging social media platforms for brand promotion and customer engagement in today's digital landscape, emphasizing the need for continuous evaluation and adaptation of marketing strategies to drive sustained growth and competitive advantage.
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